Goal-framing theory in environmental behaviours: review, future research agenda and possible applications in behavioural change

Abstract

Purpose Preserving the environment is fundamental to the planet’s long-term sustainability, but attempts to promote pro-environmental behaviours often do not take into account the motivational determinants of such behaviours. This study aims to present and critically evaluate the theoretical and empirical basis of goal-framing theory, which asserts that pro-environmental behaviours might stem from conflicting goals. This study compares the theory to other approaches used to explain pro-environmental behaviour, reviews the empirical evidence for it and comes up with suggestions for future research. Design/methodology/approach This study compares the theory with other popular theories to explain pro-environmental behaviour and behaviour change and systematically review 25 empirical research studies that adopt the goal-framing theory. Findings Most studies rely on survey data, focus on Europe and gather self-reported behaviours or hypothetical responses. Furthermore, many studies of goal frames neglect key situational factors. Thus, the directions for further research outlined herein emphasise the need for more experimental studies of real behaviours, with consideration of situational factors, using methods that can explicate unconscious processes too. Overall, goal-framing theory provides a promising approach for analysing pro-environmental behaviours, in that it explicitly deals with goal conflicts, takes situational factors into account and encompasses conscious and unconscious processes. The authors conclude that the theory can form a useful basis for the design of social marketing behavioural interventions to promote pro-environmental behaviours. Originality/value To the best of the authors’ knowledge, as the first systematic review of empirical applications of goal-framing theory, this study provides refinement and validation. By also offering propositions and a research agenda, the authors hope to inspire researchers in social marketing to address the remaining gaps and refine the theory even further.

A multidimensional lens of environmental consciousness: towards an environmentally conscious theory of planned behavior

“…perceived seriousness of environmental problems, perceived environmental responsibility and perceived effectiveness of environmental behavior). Their work affirms the importance of establishing environmentally focused theoretical lenses, a call echoed by other scholars (do Canto et al , 2023; Lange, 2023). In line with this theoretical trajectory, the present study argues that enhancing the TPB to encompass environmental consciousness is vital for a comprehensive understanding of its influence on pro-environmental behaviors.…”

The role of social marketing in achieving the planet sustainable development goals (SDGs)

“…Thus, a theory-based approach is especially important when analyzing the barriers and benefits of a selected behavior and designing a strategy for behavior change (Van Hierden et al, 2022) 4 . A widely used theory in environmental psychology, and one that seems promising in the area of social marketing and the environment, is the goal-framing theory (do Canto et al, 2023;Rodriguez-Sanchez et al, 2022). This theoretical framework (Lindenberg & Steg, 2007) combines previous theories but offers major benefits with regard to behavior change because it is founded on the notion of the accomplishment of specific objectives.…”

The role of social marketing in promoting quality of life through the lens of sustainable consumption

“…Social marketing approaches that incorporated the SCT has mostly focussed on parental experiences (Maas et al , 2022; Rai and Biswas, 2022); health behaviour and or food consumption (Harris et al , 2022; McDivitt et al , 2011; Ryan et al , 2022); and more recently, technology related subjects (Saleme et al , 2020). When the SCT has been incorporated regarding pro-environmental behaviours, it has been in conjunction with other theories, such as goal-framing theory (Rohenkohl et al , 2023). It is imperative to promote social marketing campaigns in conjunction with behavioural theories to ensure behavioural change (Fraze et al , 2010), but more specifically, to promote enhanced QoL through conscientious decision-making.…”

“…Promoting quality of life technology related subjects (Saleme et al, 2020). When the SCT has been incorporated regarding pro-environmental behaviours, it has been in conjunction with other theories, such as goal-framing theory (Rohenkohl et al, 2023). It is imperative to promote social marketing campaigns in conjunction with behavioural theories to ensure behavioural change (Fraze et al, 2010), but more specifically, to promote enhanced QoL through conscientious decision-making.…”